Analysing the industry and competitors
The aim is to provide an integrated way of thinking about industry and competitor analysis. Much of the conceptual inspiration is from the work of Professor Porter, and the concepts are described. The chapter shows how to operationalise these concepts, and suggests eight major stages in assessing the position of the industry and competitors. The steps include practical application tools developed to take the concepts into real situations. The chapter includes an outline questionnaire, which can be used as an aid to collecting information for industry and portfolio analysis.
An approach to competitor analysis
In the next two chapters we will explore some ideas about industry and competitor analysis. ...